Category: Random


Salesforce Unveils Einstein ABM, Aims To Bridge Marketing And Sales Engagement Efforts

Written by: Brian Anderson

AccountDashboardSalesforce has announced the launch of Einstein ABM, an end-to-end B2B marketing solution designed to help marketing and sales teams target their top-priority accounts, better personalize campaigns and engage with prospects at scale using artificial intelligence (AI).

The solution brings together new and existing Salesforce offerings in an effort to bridge sales and marketing across the customer journey. Users can prioritize the highest quality pipeline and engage prospects with personalized content at the right time to close deals faster.

Specifically, the company said Einstein ABM intends to help users:

  • Identify high-value accounts: Einstein Lead Scoring automatically identifies the accounts most likely to convert based on factors such as relationship history and past purchases. Advertising Studio can then help users advertise to new lookalike prospects based on existing prospective buyer behavior from their CRM.
  • Enhance account engagement: Engagement Studio positions marketers and sales reps to send personalized emails based on real-time buyer behavior or qualifying values, such as when a lead engages with a specific piece of content. Einstein Opportunity Insights also can analyze customer sentiment, competitor involvement and overall lead engagement.
  • Sync marketing and sales efforts: Einstein Account Insights can offer sales reps with the latest prospect news—such as M&A activity and financial results—to inform engagement strategies. Reps can then use Salesforce Engage to personalize marketing content and reach out to leads within accounts in a timely manner.
  • Measure and optimize campaigns: With B2B Marketing and Sales Analytics, companies can understand the performance of their marketing campaigns against targeted sales opportunities in a single dashboard. New Multi-Touch Campaign Insights can also help marketers identify the attributes of marketing campaigns that have the highest potential to drive sales for targeted accounts.

“Doing ABM via CRM is table stakes to whether you can do it successfully or not,” said Mike Kostow, SVP and GM of Salesforce Pardot, in an interview with Demand Gen Report. “With Einstein ABM, users can gain account insights, which instantly give account reps details on their top-tier accounts. Along with Salesforce Engage, they can see in real-time how buyers are engaging with content, and tailor conversations based on that engagement.”

While Einstein Lead Scoring, Einstein Account Insights and Einstein Opportunity Insights are already generally available via the Salesforce Sales Cloud, Multi-Touch Campaign Insights is currently in pilot and expected to be generally available in the second half of 2017. Engagement Studio, Salesforce Engage and Advertising Studio are also generally available currently via Salesforce Pardot.


Study: Post-Event Follow-Up Still A Challenge For B2B Marketers

Written by: Brian Anderson

certain event marketing studyNew research from Certain, an event automation solution provider, shows that companies have gaps in their post-event follow-up methods to measure, analyze and act on their success. More than half (57%) of the survey respondents stated that it takes them four days or more to follow up with leads after an event concludes. Only 6% can follow-up with prospects either on the same day or the day following the event.

Nonetheless, tradeshows and events were ranked the second most effective marketing tactic used by respondents, according to a survey of roughly 150 marketing decision-makers at enterprise-level companies. Moreover, 70% of the respondents plan to increase their investment in them this year.

Many companies may be missing out on opportunities to generate even higher ROI on their trade show spend. Less than a third (30%) of the respondents use a technology solution to capture leads at the events.

Kristen Alexander, CMO at Certain, suggested in an interview with Demand Gen Report that failing to adequately capture lead information at the event devalues the investment in managing the logistics of participating in them. Generating leads “is the whole point of hosting them in the first place for most event marketers,” she said. “Failing to take advantage of these digitals tools is likely a big reason why only 43% of those we surveyed were typically able to follow up with event leads in under four days.”

Other findings from the report include:

  • More than half (58%) are spending more than 25% of their annual budgets on events;
  • On a scale of one to five stars, with five being the best, 77% of respondents rate their ability to drive results from events as a four or a five; and
  • The top-three resources and technologies used to manage in-person events include in-house marketing operations (73%), in-house event planners (68%), and event management and automation software (49%).

TechTarget Enhances Priority Engine With Automated Target Profile Delivery

Written by: Klaudia Tirico

tech target placeitTechTarget, a technology media company which also sells data analytics services, has announced the latest release of its IT Deal Alert Priority Engine, a SaaS-based purchase intent insight platform, during the SiriusDecisions Summit in Las Vegas. The release features the launch of Automated Target Profile Delivery, which is designed to help marketing teams set up multiple ideal customer profiles within Priority Engine, as well as deliver purchase intent intelligence and prospects into their CRM and marketing automation platforms.

The company said these new enhancements will help drive marketing and sales activation and ROI by:

  • Fueling the martech stack with active prospects and accounts aligned directly to Target Profiles;
  • Managing multiple profiles and personas for more effective segmentation and nurturing;
  • Supporting multi-tiered account-based marketing (ABM) initiatives; and
  • Enabling streamlined prospect distribution to different stakeholders within the sales organization or channel partners customized by each sales rep’s territory of prioritized active accounts.

“B2B marketers are very busy trying to manage campaigns, data, leads and platforms across multiple vendors,” said Andrew Briney, SVP of Products at TechTarget, in a statement. “The release of Automated Target Profile Delivery dramatically streamlines their workflow so they can get the most out of Priority Engine. By automating delivery of prospects and real purchase intent against each one of these profiles, marketers spend less time processing and more time doing.”  


New Business Education Company GreenFig Partners With Marketo University

Written by: Matthew Halchak

1greenfig

GreenFig University, a “micro-education” company offering continued education in applied business science, has 

partnered with Marketo University to develop and deliver a digital marketing course designed to provide students with digital marketing strategies, basic digital marketing work experience, and a formal digital marketing science certification process.

The key elements of the partnership include:

  • A GreenFig Micro-Certificate in digital marketing science;
  • A comprehensive curriculum about the science of end-to-end digital marketing designed by GreenFig and Marketo; and
  • Access to more advanced certifications and Marketo training opportunities for graduates of the program.

GreenFig University’s goal is to provide people with job skills and digital literacy necessary for the evolving digital economy. Their training model combines online and offline team-based learning, as well as hands-on application software instruction and real-world experience and mentorship.

GreenFig targets three markets:

  • Students—Whether they are still in school or recently graduated/have a degree but are lacking the skill sets to get a job;
  • Industry professionals—People looking to pivot to digital marketing and learn more modern marketing skill sets, such as marketing automation, SEO, website optimization and more.
  • Vets—GreenFig aims to provide military veterans returning from active duty with an opportunity to gain a valuable skill set that will help them find jobs that pay well.

“We are very fortunate to have the leading engagement marketing company as our strategic partner to deliver digital marketing science courses,” said Libby Unger, CEO and Co-Founder of GreenFig University, in a recent blog post. “Companies seek trained people who possess formal Marketo certification. Our core mission is to produce people with job-ready skills. Our partnership with Marketo is designed to satisfy that market demand.”

According to GreenFig, the first class is set to launch in Fall 2017. 


Demandbase Closes $65M In Funding To Fuel AI, Machine-Learning Growth

Written by: Brian Anderson

demandbase fundingDemandbase, a leading account-based marketing (ABM) platform vendor, announced that it has closed $65 million in funding to fuel growth in its artificial intelligence and machine-learning technology. The round of funding was led by existing investor Sageview Capital, along with new investor Silver Lake Waterman.

The funding continues Demandbase’s expansion into the AI landscape. The company acquired data science company Spiderbook in 2016 to extend its AI capabilities. The company also acquired WhoToo in 2015 to enhance its data intelligence offerings.

Along with accelerating growth in its AI and machine-learning capabilities, the company stated that the funds will also help extend its ABM leadership position as ABM adoption expands. Existing investors Adobe Systems, Altos Ventures, Greenspring Associates, Scale Venture Partners, Sigma Partners and Split Rock Partners also participated in the funding round. Demandbase has received more than $150 million in funding to date.

“Companies spend more than $40 billion every year marketing themselves digitally to other businesses. ABM provides a much more efficient way to laser-target the right accounts and better align marketing spend with sales activity,” said Chris Golec, CEO of Demandbase, in a statement. “This additional financing will allow us to fast-track the innovation behind our AI-powered ABM solutions and make our platform a must-have for all B2B companies.”


InsideView Introduces Insights Enterprise For Microsoft Dynamics Customers

Written by: Klaudia Tirico

Insights Enterprise by InsideView brings targeting intelligence directly into Microsoft Dynamics CRM and 365, whether online or on-premises, as if it was a native part of the application. Targeting Intelligence is designed to deliver company and contact data, news and social insights, and connections so sellers and marketers know who to target, why, when and how.

FEATURES/FUNCTIONALITY

Insights Enterprise allows sellers and marketers to find and qualify prospects, add contacts into Microsoft Dynamics CRM and 365, refresh account and contact data, and build prospect lists on demand. Insights Enterprise also allows users to see personal and professional connections to prospects, track companies and receive news alerts.

New features include:

  • On-demand prospect list building;
  • More Watchlists to follow prospects and get news alerts;
  • Custom news alerts;
  • Direct InsideView training and support; and
  • Mobile-integrated with Outlook for daily meeting prep.

TARGETED USERS

Insights Enterprise is for B2B sellers and marketers in any industry who are using Microsoft Dynamics CRM (online or on-premises) or Dynamics 365, and want insight into prospects and customers in order to engage with more relevance and personalization.

COMPATIBILITY

Insights Enterprise is integrated into Microsoft Dynamics CRM and 365, providing contact and company data, news and social insights, connections and one-click data sync into CRM/365. Users also have access to the InsideView Mobile iOS app with Outlook integration to provide information about contacts and companies in upcoming meetings.

DELIVERY/PRICING MODELS

Insights Enterprise is $49/user/month, licensed annually and subject to license minimums. For a limited time, companies outside the United States and Canada qualify for an introductory discount.

CURRENT CLIENTS/USERS

InsideView is used by more than 20,000 companies worldwide, including Volvo Car Corporation, Black & Veatch, JLL and O’Neal Steel.

COMPETITIVE POSITIONING

Only InsideView delivers the three essential elements of Targeting Intelligence—data, insights and connections. Insights Enterprise has a seamless interface with Microsoft Dynamics CRM and 365.

CONTACT INFO

InsideView

444 DeHaro Street
San Francisco, CA 94107

415 728 9340

insights@insideview.com


Demandbase CEO Discusses Future Growth, Competitive Landscape Following Latest Round Of Funding

Written by: Brian Anderson

Demandbase recently closed $65 million in funding to fuel the growth of its platform, highlighting that investors in the B2B tech landscape see massive potential in how these types of solutions can positively impact marketing initiatives.

In an interview with Demand Gen Report, Demandbase CEO Chris Golec discussed the expansion of the ABM landscape. Golec also shared his thoughts on the importance of integrating ad, marketing and sales tech for better ABM, the future of the company and the trends that will have an impact on ABM in the coming future.

Demand Gen Report: ABM as a category has expanded greatly over recent years, both in terms of adoption and also the number of solution providers. Do you think this expansion is a good thing for Demandbase and its future growth?

Chris Golec: ABM itself has been in practice for dozens of years, but it was more of a business process and there wasn’t really technology available to do it at scale, and so it’s really taken off over the last few years and kind of gone beyond becoming a hype factor.

We love the fact that there are lots of other ABM players coming in because you can’t have a category with one or two players. And while we have the biggest footprint in a full platform, there are still needs for others in the space and it’s great that there are other niche players coming in.

Typically, there are a lot of companies with a feature or a single-point solution that are claiming to be an ABM platform, and while that may not be the case, I still think it’s healthy for the category overall.

We’re also seeing opportunities—we’re going into some of our large enterprise customers and literally training hundreds of people within a single company on account-based marketing. And it’s not just what it is or how to do it; it’s how do we change the measurement tactics of our marketing team? Because if you’re still measuring your team on MQLs, click-through rates or traffic volume, you’re going to be way behind. Companies that are more advanced in doing ABM now are measuring the marketing teams on close rates, deal size, pipeline generation—way more advanced and better aligned with the sales team and what the CEO cares about.

DGR: What does the expansion of ABM mean specifically for Demandbase’s future growth?

Golec: The investment community—ranging from VCs all the way up to your growth equity guys—have taken notice of ABM, and they want to make their investment in the space. They do their research, they recognize that Demandbase really pioneered the space and are probably five or 10 times larger than other ABM players out there.

So number one, we just had a ton of inbound interest from the investment community. Second, which transpired over the last nine months, was that we acquired the AI company Spiderbook. We started recognizing that if we apply AI onto these massive amounts of data that we’re sitting on, there are so many more innovation opportunities in front of us. So, it was a perfect alignment of stars around lots of financing interest, huge opportunities to expand our product footprint, bringing a lot more value to our customers and really expand our leadership position in the whole ABM category.

One of the things that’s interesting to note from a comparison standpoint is marketing automation. Most of our customers are probably spending five times the amount on their ABM solution than they are on their marketing automation system, for example, because the impact on the business is so much greater.

ABM really extends beyond email; it’s everything from attracting potentially new accounts, to engaging them and helping close the deals. But it even goes way beyond that because a lot of our customers want to do a much better job marketing to their existing customers. They do that through a variety of means, such as personalized content, advertising, different targeting and different ways to upsell. So, we’re in an interesting position to really connect.

There’s the whole ad and media ecosystem, there’s the whole marketing tech stack, and then you have the whole sales tech stack, which is essentially CRM. Those three worlds are completely different technology stacks and completely different data models. The pricing mechanisms on how they operate are completely different, as well, so we’re bringing those three worlds together and it’s not easy to do. The underlying data model that we’ve built allows us to do that much easier than anybody else out there.

DGR: We’ve seen Demandbase make some notable acquisitions—such as the data intelligence companies Spiderbook, which you mentioned, and WhoToo—which have helped Demandbase grow its ABM offerings. Are other acquisitions possible in the imminent future?

Golec: Both the acquisitions were for somewhat different purposes and both opportunistic. The Spiderbook acquisition, for example, was brought to us by a customer—frankly—and we started using their technology for our own marketing purposes and really found out that it was 10 times better than anything else that we had used in that kind of AI/predictive world. They were about to get funding, and so we said, rather than raise all that money to build a sales marketing operation we already have, it was opportunistic and a very good fit at the time.

There’s not a specific gap in our platform that we’re looking to fill by acquisition right now. I would say we’re continuing to build and expand our products. However, we always keep our ears open for additional intellectual property, or even valuable data that would be hard to obtain or take us a long time to build ourselves. We’re always looking for highly valued proprietary data assets or technologies that can extend into all our products. But there’s not a specific category where we’re doing research on right now, so we’ll continue to look at M&A from a strategic and opportunistic standpoint.

DGR: This latest round of funding brings Demanbase’s total equity funding to more than $150 million—some could say IPO territory. Is there a possibility of an IPO in Demanbase’s imminent future?

Golec: There was a good stat that I saw; I think Forbes did with Bessemer [Venture Partners]. They looked at 100 cloud companies that were either public or on their track, and 95% of those 100 companies had raised over $200 million—which was kind of jaw dropping. So, certainly the additional capital we have in place takes us well into IPO territory, and we are already tracking cash flow breakeven, so the additional capital will increase some investments in certain areas. You know, there’s a lot of firepower there to carry it for years and years, whether we go public or not.

DGR: What else can we expect from Demandbase in the coming months?

Golec: This summer, and in the second half of this year, you’ll see Demandbase begin to really roll out a lot more AI-based functionality into its offerings—from our data to a lot of the products, both from advertising, marketing and sales. We started doing that with some AI-based personalization, but you’re going to see a lot more.

The second piece that’s one of the most exciting, especially for our customers, is a lot more automation across the stack, meaning a world where your tech stack adds a company to the sales pipeline and then that company automatically starts getting advertising for that particular product in real-time. The whole website is personalized to that product, and then it turns off when it closes. Or the company coming up for renewal next quarter automatically starts receiving messages around the product that should be upsold into that company.

Again, this is all automated across your CMS system, the whole ad ecosystem, marketing automation and all the way into your CRM. So, to do that effectively, you really must join those three worlds I talked about. You can’t do it unless you have a data infrastructure that allows you to connect all those worlds easily. Fortunately for us, we built the foundation around network IP address, so that gives us the foundation to do that. You’ll also see us adding layers on top of that IP foundation so that we can get much richer insights on what type of personas they have and what their real-time interests are. I think that will take our products in the entire platform to a whole new level, as well.


Oceanos Partners With ReachForce To Add Contact Enrichment

Written by: Brian Anderson

reachforce oceanos imageOceanos, a data management solutions provider, announced it has partnered with ReachForce, a marketing data quality automation solutions provider. The partnership will add Oceanos’ contact enrichment capabilities to ReachForce’s SmartForms and Continuous DataManager solutions.

The partnership enables ReachForce users to validate contact data and gain deeper insight into data points such as job role, function, location, expertise and more. This, in turn, positions users to improve their lead scoring, routing and segmentation for better engagement.

 “ReachForce’s comprehensive solutions are unique and powerful because they deliver real-time data at the front-end of the web lead conversion process and continuously cleanse and enrich the marketing database on the back-end,” said Brian Hession, President & Founder of Oceanos, in a statement. “With ReachForce, Oceanos is proud to introduce critical data quality scores needed to power valid contact enrichment for the diverse and immediate use cases ReachForce’s SmartForms and CDM customers require.”


3 Sales Metrics Marketing Should Own

Written by: Samantha Stone, The Marketing Advisory Network

1sstoneI’m the type of person who measures everything. I know how many proposals I convert to revenue. I know the profile of the executives that hire me vs. take free advice. I know how many hours each type of engagement takes to complete. I even know how many truffles it takes to get through a difficult conference call.

Thank you, Dad, the primary influencer of my number obsession.

I’m not alone. As marketers, we become obsessed with open and click-through rates. We fret over keyword ranking. We’re thrilled when our email subscription rates skyrocket—and for good reason. These are tools of our trade we must learn to master. However, these are not the measurements marketing should be held accountable against. When we concentrate exclusively on them, we lose focus on our core mission: to drive business growth.

I’m always shocked when I speak to sales and marketing professionals and find that they have very few shared metrics aside from revenue or profitability. Marketers are responsible for leads, unique website visitors and brand awareness. The sales team is responsible for the length of the sales cycle, win-rates and bottom-line closing business. On the surface this makes perfect sense—divide and conquer. But in fact, it’s this black-and-white division of labor that leads to unhealthy tension and inefficiencies.

Lead To First Meeting/Demo

While I never met a sales team that didn’t want more leads, what they really want is more opportunities. Executive pressure to increase leads often comes at a cost: the passing of poor-quality leads that don’t align to target markets and buying intent.

Marketers must be responsible for the ratio of leads to first meeting. The magic happens when we hold ourselves accountable to maintain or improve this ratio. We start training sales people on how to follow-up on specific types of leads. We make sure the sales team is well armed with first meeting incentives. We ensure that what they present during those first meetings leaves a lasting impression. We relentlessly follow-up with sales to make sure they are quickly picking up the hand off we sent them. We even focus on finding better quality leads in the first place.

Length Of Time In Each Buying Stage

The second metric is length of time for each stage in the buying process (typically measured in days). Even those enlightened marketers who measure the conversion from lead to first meeting—sometimes labeling them Sales-Qualified Leads—rarely measure anything between first meeting and the percent of overall leads that result in revenue. This is a huge missed opportunity. After all the buyer’s journey mapping we do, we don’t measure how well we’re impacting each stage!

By evaluating along the way, if we’re reducing the amount of time each buyer spends in the buying stages, we are motivated to improve the buyer’s experience with helpful content and resources that match their needs. We improve the delivery and format of this content. Ultimately, we better train the sales team to use the tools we’ve worked so hard to build.

Win Rate

And our last sales-oriented metric and one that is so important: win rate. Too many marketers are afraid to take ownership of the company’s average win rate. It’s deemed outside of marketing’s control and often viewed as a direct result of the sales team’s skills. While sales effectiveness certainly plays a part, sharing ownership of win rate can significantly change the behavior of marketers in a good way. Suddenly we are building content for the last stretch of the sales process. We’re investing in training programs that better align sales actions to target personas. We even pay closer attention to the competition and building a differentiated offering. And best of all, the organization gives us the emotional permission and resources to do it.

These metrics go beyond the number of orders placed, lead generated, profitability and retention metrics that are typically measured. I challenge you to focus on them; they provide insight that can specifically be acted upon and have a direct impact on growth.


 

Samantha Stone is the Founder and CMO of The Marketing Advisory Network. This piece is an adapted excerpt from her book Unleash Possible: A Playbook that Drives Sales. Throughout her career, Stone has launched go-to-market initiatives and led marketing strategies for award-winning, high-growth companies, including Netezza, SAP, Ascential Software and Powersoft.

Follow Samantha Stone on Twitter at @samanthastone.


B2B Marketers Report Stronger Results From Retargeting Programs Tied To ABM, Segmented Campaigns

Written by: Brian Anderson

Retartegting ABMAfter seeing mixed results with early forays into display ad retargeting, B2B brands are reporting significantly better success as they attach remarketing tools and tactics to more precise initiatives, such as account-based marketing (ABM) programs.

Brands such as Trifacta and Capital One are seeing better engagement—and increased opportunities—when they align their retargeting initiatives with ABM efforts.

“With an account-based approach, companies can identify the accounts that can have the biggest impact on their business and focus retargeting on those companies,” said Peter Isaacson, CMO at Demandbase, a leading provider of ABM solutions. “They can then send specific messaging about that company/industry/size of their company/topics of interest to personalize that messaging.”

Trifacta, a big data solution provider, recently re-launched its retargeting program, after a brief hiatus due to lackluster results.

“We had retargeting in place, but it wasn’t focused on the right accounts and it had more of a vertical focus, which wasn’t appropriate for us,” said Bill Karpowicz, Director of Global Marketing Campaigns at Trifacta.  “We re-launched it based on our target account list, and this is the only list we are retargeting to at the moment.”

 While the company identified more than 650 accounts, Trifacta trimmed it down to roughly 180 companies that it would retarget. The list was refined based on the company’s current customer lists and finding lookalikes within those 650 accounts.

“We changed our messaging and creative for ads targeted towards these accounts,” Karpowicz said.  He added that they are leveraging Terminus, an ABM targeting platform, to personalize messaging, such as “adding company names to the display ads,” for example, along with focusing messaging on the account vertical and Trifacta’s value proposition.

He added that the company has been targeting key roles within accounts.

“The best person to sell to is the end user, so we target towards that group of people,” Karpowicz said. “The message is for someone who will be using the tool on the day-to-day basis, [as well as] their line managers.”

Trifacta has also begun tying their retargeting initiatives to company revenue—moving away from driving sheer lead volume into their CRM.

“We align with goals on opportunities and revenue,” Karpowicz said. “I’m highlighting that because many marketing orgs think their job ends as soon as the lead enters the door.”

In the two months since Trifacta re-launched its retargeting initiatives, Kapowicz said it has generated 2.5 million impressions among target accounts.

Capital One is another prime example. The company wanted to create a connection with targeted SMBs by having a cross-functional conversation over email, social, display advertising and in-person meetings at its locations. The company utilized Salesforce Advertising Studio to sync CRM and ad engagement data.

Having the ability to tie data from its CRM to Advertising Studio, Capital One was not only able to engage small businesses in the right context, but also end conversations with SMBs not looking to buy.

“We’re seeing many of our customers want to achieve the goal of account based marketing, and do it in an omnichannel way,” Chris Jacobs, Director of Product Marketing for Advertising in Salesforce Marketing Cloud. “People are demanding to make the tech work better together [to meet] overarching goals.”

Different Models For Retargeting

There are a variety of options for B2B marketers looking to refine their retargeting initiatives. Jon Russo, Founder of the B2B Fusion Group, broke down the current retargeting solution landscape as follows:

  • IP-based, solutions such as Kwanzoo;
  • Cookie-based, such as Oracle BlueKai and other DMPs;
  • Proprietary platforms, such as Demandbase, Terminus and Big Willow.

“The cookie based approach has the advantage of drawing a huge audience (1B) with a ‘look alike’ audience to help shape a strategy,” Russo said. “But cookies may not be available in countries outside the US that are more sensitive to privacy—that’s where having an IP-based approach could work well.”

In all models, companies can purchase ads to retarget based on insight that they can glean from their solution providers, according to Russo.

“On the positive, an account that has multiple stakeholders is more likely to be targeted using a hybrid approach,” Russo said. “On the downside, the marketer doesn’t have full visibility as to who within the company is viewing the retargeted ad unless there is a call to action that directs them to a marketing automation form.”

Data Validation Maximizes Retargeting Outcomes With A Refocused Spend

Industry experts state that the priority right now—in the B2B marketplace in general—is around data verification. This becomes especially true for account targeting and retargeting.

Tom O’Regan, CEO at Madison Logic, another leading technology platform for targeted advertising and lead generation, explained that the models for retargeting are changing in B2B. “Old retargeting was running (ads) on websites that had a high percentage (of what) such as Nielsen and comScore. In the old days, you couldn’t guarantee that data accuracy. Layering on top the accounts that fit the profile you are targeting can validate your marketing spend even further.”

What has changed on the retargeting front, according to O’Regan, is the granularity of account and firmographic data that can be applied to retargeting efforts.

With ABM, retargeting reveals commonalities across organizations, O’Regan said. “You’re able to see which assets resonate the most across [accounts] and even industries to help optimize initiatives.”

Once this type of data is obtained, experts state that it can help target key stakeholders within accounts to maximize spend and increase relevancy.

“Layer on data so that you’re not targeting everyone in the organization,” suggested O’Regan. “Use some filtering to identify intent and individuals that are most likely to have an impact on the buying decision.”

Other thought leaders reiterated that the benefit from this retargeting approach is the information gained over a prolonged period of time.

“Think about what other info they can gather to better enhance the digital identity of their target accounts,” Jacobs said. “That’s the part where AI, DMPs and connected-customer experiences begin to bear fruit. This is not where many marketers are today, but where people can strive to be.”

Deeper Engagement = Deeper Personalization

Marketers who have already formulated—or have begun implementing—an ABM program, are well positioned to look at account or industry level data to start tailoring messaging for ad retargeting.

Demandbase’s Isaacson suggests working with your team to identify “engagement thresholds” to control the flow of messaging going towards top-tier accounts.

“For example, if anyone from Company X comes to our site, you can hit them with ads,” Isaacson said. “Or, we can say that those ads can’t be sent until a certain minimum of stakeholders within that account come to the site. Or say you value engagement; if there are a specific number of pages viewed by company X, that’s the trigger. Then you can dive into what pages they are viewing so you can understand what messages resonate with them.”

Industry experts noted that ad retargeting should not be considered just a channel, but as a medium to benefit all your other marketing initiatives.

“Too often, marketers focus on ads only,” Isaacson said. “But to drive business metrics, you want to make sure there is triggering sales activity. This includes triggers to bring in SDRs and ADRs to get involved and tie these initiatives to potential bottom line revenue.”

Ultimately, as more insight is gained from retargeting efforts, marketers will be able to tie ad click attribution back to opportunities. This can also help the marketer retarget further with different messages on engaged accounts that are likely progressing through the funnel.

“With both attributed ad clicks and lift on the web, the best next thing for a marketer to provide is insight perspective,” Russo said. “While it may not close revenue, it is a leading indicator of a purchase if target accounts are engaged actively (ad clicks) or passively (website).”